Beauty & Personal Care Report

Beauty & Personal Care Report 2022
Statista Consumer Market Outlook

December 2022
December 2021
Agenda
01 Market Outlook 02 Segments 03 Appendix

▪ Overview ▪ Overview and sales figures ▪ Product overview
▪ Market drivers ▪ KPI comparison ▪ Author
▪ Consumer insights ▪ Country ranking
▪ Sales channels
▪ Key players
▪ Trends
2
OVERVIEW
3
The Beauty & Personal Care market is constantly
growing, due to the high demand for beauty products
Overview: management summary
The Beauty & Personal Care market is subject to constant challenges, Brand awareness and information channels for beauty inspiration differ
innovations and transformations and the beauty industry is thriving. In from country to country. The effect of social media influencers on beauty
this report, growth potentials, market drivers, consumer insights, key habits is not yet as important as friends and magazines.
companies and future developments for three major Beauty & Personal
Care markets, North America, Europe and Asia, will be discussed. The growing number of internet users has not only changed consumer
behavior, but it has also fundamentally changed the sales channels and
The market is divided into four segments: Cosmetics, Skin Care, Personal retail landscape: Consumers have widely adopted online shopping and
Care and Fragrances. The Personal Care segment accounts for the the Beauty and Personal Care market is well developed in this regard.
biggest share with 47% of the revenues, followed by the Skin Care
segment with 27% of the total market. Overall, beauty and personal care The market for Beauty & Personal Care products is dominated by a few
products have generated US$504 billion in revenues worldwide in 2021. key players, such as L’Oréal, P&G, Unilever and Shiseido. With more than
With US$327 per capita, people from Iceland spent the most on US$32 billion, L’Oréal has the highest cosmetics and personal care sales
cosmetics and personal care products in 2021, closely followed by Japan among the companies, followed by Unilever, with more than US$24
with US$300 per capita. China is expected to record the largest increase billion.
in per-capita sales between 2021 and 2027. The following trends currently shape the market and are the industry
The Beauty & Personal Care market is mostly driven by consumer answers to the continuously growing demand of beauty products: the
spending in general. Consumer spending takes various factors into relation between beauty, wellness, and health as well as fresh
account, such as per-capita income, household debt levels and approaches to omnichannel solutions. Amongst the pandemic in the last
consumer expectations. Both the steady increase in disposable income years, consumers have started to concentrate more on self care and
and accordingly the rise in living standards, and the high demand for their well-being, increasing demand for beauty products related to
beauty products are responsible for the constant high growth of the wellness and good health. Also, very popular is the digital presence of
market. beauty key players, who had to engage their customers online during
the pandemic whilst stores were closed.
Apart from personal care, cosmetics are becoming more and more a
daily routine. Consumers have become so used to their daily beauty
care that they find it difficult to live without mascara for a day.
4 Sources: Statista Consumer Market Outlook 2022

The Beauty & Personal Care market is divided into
four segments and 14 subsegments
Overview: segments and subsegments
Cosmetics Skin Care Personal Care Fragrances
Face Face Shower & Bath

Lips Body Hair Care
Eyes Sun Protection Oral Care
Nails Baby & Child Deodorants
Natural Cosmetics Shaving

With 47%, the segment Personal Care accounts for
the largest share of the market
Overview: key takeaways
▪ Worldwide, the Beauty & Personal Care market realized a total Worldwide revenue share in 2021
revenue of US$504 billion in 2021.
▪ With 48%, Personal Care is the largest segment of the Beauty &
Personal Care market with US$236 billion in revenues in 2021, Face
followed by the Skin Care segment with US$136 billion. The smallest Fragrances Lips
segment Fragrances accounted for US$51 billion in 2021. 5% Eyes
11% 2%
▪ The Cosmetics segment shows the highest growth and is expected to Shaving 5% Nails
grow by 55% between 2021 and 2027, followed by the Skin Care 2% Natural
7% 10%
16% 3% Cosmetics
segment with an expected growth of 36%.
Deodorants
▪ From an international perspective, most per-capita revenue in the 5%
Beauty & Personal Care market was generated in Iceland in 20201
with US$327 and in Japan with US$300.
▪ eCommerce sales continue to drive the Beauty & Personal Care Oral Care 10% 20% Face
market. In 2021, the online share for Europe amounted to 23% and in
27%
Asia to 28% of total revenue.
47%
▪ Key players include L’Oréal, P&G, Unilever and Shiseidō. Especially
high growth potential can be attributed to the field of luxury beauty.
10%
Shower & Bath 1% 6%
Body
2%
18% Sun Protection
Baby & Child
Hair Care

In 2021, the Beauty & Personal Care market realized a
revenue of US$504 billion worldwide
Overview: sales figures (1/4)
Worldwide revenue in billion US$
663
635
+2.3%1 611
591
571
529
501 508 504
493 485
458 464 472
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027
1: CAGR: Compound Annual Growth Rate/average growth rate per year

The Cosmetics segment has the highest growth
potential with 55.3% between 2021 and 2027

2021 2027
+22.9%
290
236
+33.1%
182
+55.3%
136
125
+30.9%
81
66
51

With US$327 per capita, the Icelanders spent the
most on Beauty & Personal Care in 2021
Per capita revenue in US$ in 2021

US$16 US$327 Country out of scope
246,601
9 Source: Statista Consumer Market Outlook 2022

In this comparison, Chinese per-capita revenue is
expected to increase the most, with a CAGR1 of 5.7%
Beauty & Personal Care per-capita revenue in US$
+3.4%1
+1.6%1
+1.3%1
295
241 249
226 232
214
+5.7%1
36 50
2021 2027 2021 2027 2021 2027 2021 2027
United States United Kingdom Germany China

MARKET
DRIVERS
11
In 2021, consumer spending in the United States
reached US$47,160 per capita
Market drivers: consumer spending (1/2)
Consumer spending is the average per-capita spending of private Per-capita consumer spending in US$ in 2021
households and is influenced by various factors. Key determinants
include income, household debt levels and consumer expectations.
As disposable income levels are constantly increasing, demand grows as

well and with it the economy as a whole. In addition, per-capita income U.S. 47,160
also plays a significant role. It indicates how much money each person
has to spend on average. Per-capita income sheds light on how the
standard of living develops over the years.
The level of household debt, especially in relation to the disposable UK 26,620

income, shows how much people really have left to spend. Household
debt levels have reached new heights and particularly the increasing
health care costs have contributed to worldwide debt rises.
Germany 23,670
Consumer confidence also impacts consumer spending. Depending on
how confident people are, they spend their money, or they save. In
other words, people's expectations of the country's economic
development have an influence on how prices develop and if an inflation
is likely. The more stable the economic situation, the more confidently France 22,330
people spend their money.
The development of consumer spending indicates how the industry and
economy are going to evolve. Consumer spending in the United States is
Italy 20,180
one of the highest worldwide and expected to grow even more.
12 Sources: Statista Consumer Market Outlook 2022, Statista Key Market Indicators, based on IMF, UN, World Bank, Eurostat and national statistical offices
Worldwide spending on household goods is
increasing at CAGR of 4.4% between 2021 and 2026
Market drivers: consumer spending (2/2)
National statistical offices estimate the consumption of private Global consumer spending per capita CAGR1 2021-2026
households as part of their mission to measure economic activity at
large. This consumption expenditure, roughly US$51 billion in 2021
worldwide, can be classified according to the Classification of Individual
Consumption by Purpose (COICOP) into twelve categories that are Restaurants, hotels 8.1%
shown in the diagram on the right.
Recreation, culture 6.2%
The diagram shows the projected average growth rates of global
Education 5.8%
consumer spending by category up to the year 2026. Spending on
household goods and services is forecast to growth at a CAGR1 of 4.4%, Transport 5.7%
which is a higher growth rate than the one for clothing, footwear and
transport. Health 5.2%
As education and health are mostly born out of actual and perceived Clothing, footwear 5.1%
necessity, the high growth in spending on household goods indicates a
willingness of consumers worldwide to spend more on everyday items Weighted average 5.0%
to ensure quality and sustainability.
Foodstuffs, beverages
4.8%
(at home)
Household 4.4%
Housing 4.3%
Miscellaneous2 3.9%
Communication 3.7%
Alcohol, tobacco 3.1%
1: CAGR: Compound Annual Growth Rate/average growth rate per year; 2: Personal care, prostitution, personal effects, social protection,
insurance, financial services, other services
13 Source: Statista Consumer Market Outlook 2022, Statista Digital Market Outlook 2022, United Nations
CONSUMER
INSIGHTS
14
Consumers around the world have included beauty
products in their daily routines
Consumer insights: summary
The consumer insights gathered from the Statista Global

Consumer Survey and Statista’s beauty survey show the
importance and different needs for beauty and personal care
products in an international comparison. Cosmetics are more than
just an aisle in the supermarket. Rising revenues depict the
financial side, but the value of beauty products and services is on
the rise as well: Women attribute individual comfort to cosmetics
and beauty products and read and watch a lot on the topic.
Most people own 3 to 5 beauty products in the field of facial
make-up , but in Germany 14% own up to 10 or more items. The
regular use of beauty and personal care products creates a lot of
opportunities for the industry. Consumers are so habituated to
using beauty products that they have become a part of their daily
routine. The top answers to the question of which beauty product
is the most important in the area of facial cleansing were day
cream and night cream for the US, UK, and Germany.
Brand awareness in the cosmetic and body care segment is

higher in countries such as Italy, Spain and China and lowest in
German speaking countries such as Germany and Austria.
The share of consumers who purchase premium or luxury

cosmetics and body care products is much higher amongst
Chinese consumers than their European or North American
counterparts.
15 Sources: Statista Global Consumer Survey, Statista Consumer Market Outlook 2022
14% of German respondents say they own 10 or more
facial make-up items, more than in the UK or the U.S.
Consumer insights: regional comparison (1/7)
Ownership of beauty products

U.S. Germany UK
28%
2 or less 25%
30%
42%
3 to 5 44%
44%
19%
5 to 9 17%
14%
11%
10 or more 14%
11%
”How many products in the field of facial make-up do you own? “; U.S.: n=1,032 DE: n=1,035; UK: n=1,047
16 Sources: Statista Global Consumer Survey
Germany has the highest use of skin care, while the
use of decorative cosmetics is below average
Share of women who use decorative cosmetics and skin care products in selected countries
Dot size depicts market size of Beauty & Personal Care market in 2020
70%
65%
60%
Regular use of decorative cosmetics
55%
50%
45%
Mexico
40% United States Brazil
France Australia
35% United Kingdom
Sweden
30% India Germany
Canada
25%
South Korea
20%
15%
10%
0% 56% 57% 58% 59% 60% 61% 62% 63% 64% 65% 66% 67% 68% 69% 70% 71% 72% 73% 74% 75% 76% 77% 78% 79% 80%
Regular use of skin care product
"Which of these body care and cosmetic products do you use regularly?”; n=195,147
Sources: Statista Global Consumer Survey 2021; Data from October 2021; Statista Consumer Market Outlook 2022
Day cream, Night cream, and Lip care are the top 3
beauty products in the area of facial care
Usage of natural cosmetics in last 12 months
Don’t know Don’t know Don’t know

18% 11% 18%
Yes
34% Yes 32% Yes
39%
No 50% No
No 49% 50%
Top 3 beauty products in the area of facial care and cleansing
Day cream 33% Day cream 66% Day cream 54%
Night cream 32% Night cream 37% Night cream 35%
Lip care 28% Lip care 29% Lip care 26%
“”Have you purchased natural cosmetics in the last 12 months?“; U.S.: n=1,032; DE: n=1,035; UK: n=1,047
“What are the three most important beauty products for you personally in the area of facial care and cleansing?”; U.S.: n=1,032; DE: n=1,035; UK: n=1,047
18 Sources: Statista Survey Beauty Atlas 2017
35% of Italians pay attention to brands when buying
cosmetics and body care
Brand awareness of cosmetics & body care
Italy 35%
Spain 33%
China 32%
France 29%
U.S. 28%
Canada 28%
Switzerland 24%
UK 25%
Germany 22%
Austria 22%
"In which of these categories do you pay particular attention to brands?"; multi-pick; Respondents paying attention to the brand of cosmetics & body care; Multi
19 Pick; n= 110,343
Sources: Statista Global Consumer Survey 2021; Data from: December 2021
The majority of respondents get their beauty
inspiration from friends and in magazines
Beauty inspiration
U.S. Germany UK
from friends and 21%

27%
acquaintances 21%
10%
in magazines 7%
9%
37%
at the store 41%
34%
17% 22%
on YouTube
17%
20%
on TV 22%
14%
21%
on social networks 21%
20%
8%
on blogs 8%
6%
22%
from online stores 20%
26%
In the last 12 months, where did you become aware of beauty/care products that you later purchased?” (; U.S.: n=1,032; DE: n=1,035; UK:
20 n=1,047)
Sources: Statista Survey Beauty Atlas 2017
29% of Canadians find low priced products important
when shopping for cosmetics and body care
Relevance of low price for purchase decisions of cosmetics & body care
France 30%
Canada 29%
Spain 28%
U.S. 24%
Switzerland 23%
UK 23%
China 22%
Germany 21%
Austria 20%
Italy 17%
"Which of these products or services have you bought / used in the past 12 months because bloggers / YouTubers or other famous people advertized them?";
Multi Pick; n= 110,343
21 Sources: Statista Global Consumer Survey 2021; Data from: December 2021
With 31%, China has the highest share of people who
buy luxury products
Share of respondents who buy premium or luxury cosmetics & body care
China 31%
Austria 20%
Switzerland 19%
Italy 19%
Germany 18%
U.S. 18%
Canada 18%
UK 17%
Spain 16%
France 12%
"In which of these product categories do you also buy premium or luxury items?"; Multi Pick; n= 110,343
22 Sources: Statista Global Consumer Survey 2021; Data from: December 2021
SALES
CHANNELS
23
The eCommerce market for Beauty & Personal Care
continues its rise
Sales channels: summary
eCommerce has fundamentally changed the structure of trading

goods. Currently, 50% of the world's population shop online
regularly. The penetration of internet-enabled devices and the
increasing number of online stores have led to an inevitable
change within the retail landscape. Naturally, this has also had a
tremendous influence on shopping behaviors.
Nowadays, there are two major ways for a retailer to bring
products or services to market – online and offline. The online
sales channel refers to the purchase of physical goods via the
internet – on a desktop PC, tablet or smartphone. The offline sales
channel covers all purchases in stationary stores, via telesale or
mailorder (e.g., print catalogs).
The Beauty & Personal Care market is a well-developed global

eCommerce market, but still showing high growth potential, with a
current online share of 23% of revenues in 2021 in Europe and
29% in Asia.
24 Sources: Statista Consumer Market Outlook 2022, Statista Digital Market Outlook 2022
eCommerce penetration in the four main markets
increased over the past three years
Sales channels: eCommerce overview (1/2)
eCommerce1 penetration rate

Global penetration rate United Kingdom Germany United States China
81% 82%
79% 80% 80% 80%
76% 77%
74%
72%
69%
64%
54%
50%
46%
2020 2021 2022
1: Refers to the total eCommerce market including all segments

The online share of the Beauty & Personal Care
market is expected to grow by 10% annually
Sales channels: eCommerce overview (2/3)
Worldwide online share and growth rate

Online share <10% Online share 10%-25% Online share >25%
25%
20% Tissue & Hygiene Paper

Online Share CAGR 2021-2025
15% Home & Laundry Care

1
Beauty & Personal Care

Non-Alcoholic Drinks Household Appliances
10%
Food Furniture OTC Pharmaceuticals
Consumer Electronics
Hot Drinks Luxury Goods Eyewear Apparel
5% Accessories
Tobacco Products Toys & Hobby
Footwear
Alcoholic Drinks
0%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 22% 24% 26% 28% 30% 32% 34% 36% 38% 40% 42%
Online Share 2021

KEY PLAYERS
27
With more than US$32bn, L’Oréal has by far the
highest Beauty & Personal Care sales in 2021
Key players: representative companies and their brands
Company
Sales1 2021 US$32.3bn US$62.1bn US$17.4bn US$16.3bn
Key brands
1: Companies’ sales in Oral and Personal Care

28 Sources: Statista Consumer Market Outlook 2022, L’Oréal, Unilever, Colgate-Palmolive, P&G
Consumer products account for 38% of L‘Oréal‘s sales,
but the L‘Oréal Luxe section shows the highest growth
Key players: L‘Oréal
The French company L’Oréal is the biggest beauty and personal care L’Oréal S.A. worldwide revenue in billion US$
company in the world. They are divided into four main divisions,
consumer products, L’Oréal Luxe, professional products and active Consumer products Professional products The Body Shop
cosmetics. In 2017, The Body Shop was sold to the Brazilian company L’Oreal Luxe Active Cosmetics
Natura Cosmético. L’Oréal realized a total revenue of more then US$32
33.7
billion in 2021, recovering from the losses during the COVID-19 32.3
pandemic. 38% of the sales are generated with consumer products, 9% 31.6
30.4
including e.g., the product lines L’Oréal Paris, Garnier, Maybelline, NYX 29.2 29.4 11% 12%
28.5 8%
Cosmetics and Essie. But the shift towards premium products is clearly 4% 8% 12%
4%
visible, the L’Oréal Luxe section shows a clear upward trend since 2014. 25.4 7% 7% 11% 12%
12%
L’Oréal Luxe includes e.g., Lancôme, Biotherm, and Kiehl’s. 4% 13%
7% 13% 13%
L’Oréal S.A revenue shares in 2021 13% 37%
33% 35% 36% 38%
29% 30%
SAPMENA-SSA Europe 28%
7% 31%
47% 46% 47% 45% 43% 42%

48% 38%
5% Latin America
North Asia 31%
25% 2014 2015 2016 2017 2018 2019 2020 2021

North America
1: Since 2017 The Body Shop has been owned by Natura Cosmético
29 Sources: L‘Oréal
In 2021, 40% of Unilever’s revenue came from
personal care sales
Key players: Unilever
The Dutch-British company Unilever was founded in 1929/30 and its Unilever global revenue in billion US$
product range includes food, cosmetics, personal care and home care,
available in 190 countries. Unilever’s best-selling brands include: Axe Personal care Home care Foods and refreshment
(Lynx in the UK), Ben & Jerry’s, Dove, Heartbrand (Wall’s in the UK), Knorr
and Lipton. Unilever was a dual-listed company consisting of two legal
62.1
entities, Unilever plc, based in London and Unilever N.V. based in 60.1 59.5 60.6
57.5 58.7
Rotterdam, with two different stocks. In September 2020, shareholders 56.2 57.3
voted for the N.V entity to merge into the PLC, meaning the one holding 54.7
company of Unilever is now based in London in the UK.
41%
43% 43% 42% 37%
40% 38%
46% 44%
Unilever’s Home Care underlying growth figures
2020 2021
21% 21% 19%
19% 19% 20% 20%
5.1%
4.5% 18% 19%
3.9%
3.1%
38% 38% 39% 40% 42% 42% 40%

36% 37%
0.7% 0.6%
Sales growth Volume growth Price growth 2013 2014 2015 2016 2017 2018 2019 2020 2021
30 Sources: Unilever
In 2021, despite COVID-19, Procter & Gamble
increased net sales reaching 76 billion US$
Key players: Procter & Gamble
Established 1837, Procter & Gamble (P&G) is a multi-national consumer Procter & Gamble net sales in billion US$ in 2021
goods corporation with a wide product range including Home, Personal
and Health Care. In 2021, P&G reached US$76 billion in net sales
worldwide with declining sales since 2014. Between 2014 and 2017 P&G
net sales decreased by -13%, due to the fact that P&G streamlined the Fabric care and
company and announced to drop up to 100 brands. In 2015, P&G sold 26.0
home care
the Vicks VapoStream U.S. business to Helen of Troy and continued to
sell 43 beauty brands to Coty. In 2018, P&G had the first increase in net
sales since then, with approximately US$66.8 billion. Despite the Baby, feminine and
COVID-19 pandemic, P&G increased net sales in 2021. 18.9
family care
P&G worldwide net sales share in 2021 Beauty 14.4
India, Middle East Latin America

&Africa (IMEA)
6% Health care 10.0
6%
Greater China
10%
47% North America Grooming 6.4

Asia Pacific 9%
Corporate1 0.4
Europe 22%
1: The Corporate reportable segment includes depreciation and amortization, total assets and capital expenditures of the Pet Care and Batteries
businesses prior to their divestiture and of the Beauty Brands businesses.
31 Sources: P&G
Shiseido is showing high growth potential especially in
the prestige segment
Key players: Shiseido
Kabushiki-Kaisha Shiseidō was founded in Tokyo in 1872 and is one of Shiseidō sales distribution in 2021
the biggest players in the luxury and prestige cosmetics and personal
care segment. Shiseidō announced it would continue to expand
strategic investments and started with acquiring all assets of Olivo
Laboratories in the beginning of 2018. In 2021, Shiseidō’s net revenue
increased dramatically, marking a come back after the drop in sales in Prestige 50%
2020 due to the effects of the COVID-19 pandemic. The Prestige
segment accounts for 50% of total sales, making up the core part of
their business.
Cosmetics 25%
Shiseidō global net sales share in 2021 Personal care 9%
EMEA business Travel retail business
11% 12% Fragrance 10%

Asia Pacific business
Americas business 6%
Professional business
12% 2%
Other
4% Other 4%
China business
27% 27%
Professional 2%
Japan business
32 Sources: Shiseido
TRENDS
33
By focusing on health, beauty has increasingly
integrated itself into the wellness economy
Trends: beauty, wellness, and health
The increasing consumer focus on self-care amid the pandemic has The Acid Potion manufactured by
furthered the growth of the wellness market. Moreover, the concept of Moon Juice is a liquid exfoliator
wellness has extended to areas such as skincare, which in the past was that uses glycolic, lactic, and
positioned within the beauty segment. salicyclic acids to unclog pores,
and promote smooth, healthy skin.
One of the most recent trends is ingestible beauty, namely, products Niacinamide and adaptogenic
that promise weight loss, clearer skin, and stronger hair through reishi help hydrate, soothe, and
vitamins and supplements. Already popular in Asia, this trend is starting balance the skin.
to gain traction around the globe. Key players in the area argue that
whereas beauty products only cover up existing problems, ingestible
beauty products can stop skin problems from occurring in the first Photo: Moon Juice 2021
place. With backing from investors, new innovative companies, such as
skincare supplement startup Moon Juice, vitamin provider HUM
Nutrition, and the nutraceutical company Nutrafol, have increased their
activity. The interest in these types of companies have generated from
giants like Unilever and Nestlé suggests the significance of ingestible The skincare brand Topicals
beauty and wellness products. specializes in chronic skin
Alongside companies that promise beauty through ingestible products, conditions and provides a
other companies promote the health benefits that come with the convenient alternative to
adaptation of specific products and lifestyles and use their scientific dermatologist visits. With their
expertise in the health sector to penetrate the market. For example, online quiz, customers can identify
Hims & Hers offers telehealth consultations and prescriptions to their skin problems and find the
Photo: Topicals 2021
address a myriad of health issues, including those related to skin and Topicals product that best suits
hair. By doing so, they have merged their focus on health with the their needs.
beauty and wellness market.
34 Sources: Hims & Her, HUM Nutrition, Moon Juice, Nestlé, Nutrafol, Topicals, Unilever
The COVID-19 pandemic has increased the digital
presence of the beauty industry
Trends: fresh approaches to omnichannel solutions
The beauty industry has been forced to adjust to the challenges caused In 2016, the cosmetics brand Kiko
by the COVID-19 pandemic, which made it necessary to close physical Milano opened a concept store in
stores and shifted customer contact to digital platforms. Thanks to Italy featuring in-store technology
innovative digital solutions, beauty retailers have been able to create from Mercaux. Distributed
omnichannel experiences for their customers, where in-store throughout the store, iPads
experiences are supplemented/complemented by online experiences in provide product information and
virtual stores. enable customers to digitally test
makeup novelties. Kiko Milano also
Japan’s well renowned beauty company Shiseido has taken a unique offers virtual try-on services on its
approach to omnichannel solutions. When the company opened its website.
flagship store opened in July 2020, it also launched a virtual store. In the
physical store, customers can use wristbands to scan and automatically
add products to their digital baskets, which they receive at the in-store Photo: Mercaux 2016
checkout. Other in-store digital features include technologies that

provide product information, enable customers to test items (e.g., The connection between
skincare products), and receive customized recommendations. For its customers and store associates
online store, Shiseido uses virtual reality technology that enables online is crucial for the
customers to browse all the different floors of its flagship store. omnichannel experience. In 2019,
the clean beauty brand Credo
A crucial part of its digital services is quality online customer service,
joined forces with the all-in-one
including a pickup service (e.g., customers make their purchases online
and collect their items in the store). This omnichannel method provides virtual shopping platform Hero to
a good balance in that the customer can comfortably place orders from provide online shoppers with a
anywhere they wish while companies can connect with their customers level of customer service that was
Photo: Hero 2021
during the pickup process. comparable to in-store service.
35 Sources: Hero, Kiko Milano, Mercaux, Shiseido

Agenda

▪ Sales channels
▪ Key players
▪ Trends
36
COSMETICS
37
Eyes and Face are an essential part of the Cosmetics
segment
Cosmetics: market definition
▪ The Cosmetics segment covers decorative cosmetics for the face, lips, eyes, nails and natural cosmetics.
▪ Excluded are products applied to the skin for cleansing and care.
▪ Cosmetics includes products such as makeup, lipsticks, mascara and nail polishes.
In scope Out of scope

▪ Facial make up ▪ Skin care
▪ Lipsticks ▪ Facial cleansing products
▪ Eye make up ▪ Professional products & services
▪ Nail care & color
▪ Natural cosmetics

In 2021, worldwide Cosmetics sales amounted to
US$80.7 billion
Cosmetics: segment overview
Worldwide revenue in billion US$ Key takeaways

▪ The worldwide Cosmetics revenue will increase at a CAGR1 of 3.3%
125.4 from 2014 to 2027.
118.5
+3.3%1 113.2 ▪ In the Cosmetics segment, Iceland (US$51.6) and Australia (US$47)
108.4 had the highest annual revenue per capita in 2021.
103.8
93.1
87.6 89.9
82.2 83.8
80.7
77.8 79.6
72.4
US$80.7bn +3.3%
in 2021 CAGR1 2014–2027
Revenue
2014 2016 2018 2020 2022 2024 2026
1: CAGR: Compound Annual Growth Rate / average growth rate per year
Eyes generates the highest revenue in the Cosmetics
segment
Cosmetics: revenue share by subsegment

Eyes Face Natural Cosmetics Lips Nails
125.4
+7.6%1 11
21
80.7
13 14
15
15
30
28
25
29
2021 2027
In 2021, Icelanders and Australians spent the most on
Cosmetics
Cosmetics: worldwide comparison
Revenue per capita ranking in US$ in 2021 Revenue share in 2021
Australia & Oceania

Iceland 51.6 Africa
2%
7%
Australia 47.0
Japan 46.8
Sweden 45.5 Asia

Europe 40%
24%
United States 44.4
Denmark 42.9
Luxembourg 42.0
Switzerland 41.2
United Kingdom 40.2
Finland 38.3 27%

Americas

Cosmetics sales in Europe will increase at a CAGR1 of
1.1% from 2014 to 2027
Cosmetics: KPI comparison – Europe (1/2)
Revenue in billion US$

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
141.6 118.2 116.3 121.8 127.2 124.4 114.7 125.9 118.9 131.8 133.2 134.6 138.2 143.0 0.1%
Care total
Cosmetics 22.2 18.6 18.5 19.7 20.8 20.6 16.6 19.2 19.5 22.4 23.0 23.6 24.4 25.4 1.1%
Share of total market

15.7 15.7 15.9 16.2 16.3 16.5 14.5 15.2 16.4 17.0 17.2 17.5 17.6 17.8 1.0%
(in %)
Revenue per capita in US$
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
169.7 141.3 138.5 144.7 150.6 146.9 135.3 148.3 140.0 155.2 156.9 158.6 162.8 168.6 -0.1%
Care total
Cosmetics 26.6 22.2 22.0 23.4 24.6 24.3 19.5 22.6 23.0 26.4 27.1 27.8 28.7 30.0 0.9%
1: CAGR: Compound Annual Growth Rate / average growth rate per year from 2014 to 2027
In Europe, the UK was the country with the highest
revenue in the Cosmetics segment
Cosmetics: KPI comparison – Europe (2/2)
Revenue ranking in billion US$ in 2021 Revenue per capita ranking in US$ in 2021
US$6 US$52 Out of scope
United Kingdom 2.7
Russia 2.7
Germany 2.5
France 2.4
Italy 1.7

Cosmetics sales in the Americas will increase at a
CAGR1 of 3.4% from 2014 to 2027
Cosmetics: KPI comparison – Americas (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
134.7 128.6 131.1 138.3 139.9 142.2 126.8 133.2 146.0 155.8 162.1 168.0 174.0 181.3 2.3%
Care total
Cosmetics 22.4 22.1 22.7 23.9 24.6 25.3 19.6 21.6 26.3 28.9 30.3 31.6 33.0 34.8 3.4%

16.7 17.2 17.3 17.3 17.6 17.8 15.5 16.2 18.0 18.6 18.7 18.8 19.0 19.2 1.1%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
143.7 135.9 137.2 143.4 143.8 144.9 128.1 133.6 145.3 154.0 159.1 163.8 168.6 174.4 1.5%
Care total
Cosmetics 23.9 23.4 23.7 24.8 25.3 25.8 19.8 21.6 26.2 28.6 29.7 30.8 32.0 33.5 2.6%
In the Americas, the U.S. was the country with the
highest revenue in the Cosmetics segment
Cosmetics: KPI comparison – Americas (2/2)
United States 14.8
Brazil 1.6
Canada 1.2
Mexico 1.2
Argentina 0.8

Cosmetics sales in Asia will increase at a CAGR1 of
4.2% from 2014 to 2027
Cosmetics: KPI comparison – Asia (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
165.2 162.9 168.5 175.1 182.6 188.9 180.7 190.3 204.4 217.9 226.2 234.7 243.8 254.2 3.4%
Care total
Cosmetics 30.5 30.4 31.6 33.2 35.0 36.4 30.1 33.0 38.8 42.7 44.7 46.8 49.0 51.9 4.2%

18.5 18.6 18.8 19.0 19.1 19.3 16.7 17.3 19.0 19.6 19.8 19.9 20.1 20.4 0.8%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
39.5 38.5 39.5 40.7 42.0 43.1 40.9 42.7 45.5 48.2 49.7 51.2 52.8 54.8 2.6%
Care total
Cosmetics 7.3 7.2 7.4 7.7 8.0 8.3 6.8 7.4 8.7 9.5 9.8 10.2 10.6 11.2 3.3%
In Asia, China was the country with the highest
Cosmetics: KPI comparison – Asia (2/2)
China 12.2
Japan 5.9
India 4.5
South Korea 1.4
Indonesia 1.3

Cosmetics sales in Africa will increase at a CAGR1 of
5.3% from 2014 to 2027
Cosmetics: KPI comparison – Africa (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
43.7 41.9 41.7 42.3 43.9 45.7 43.5 46.9 51.5 57.1 60.8 64.8 69.5 74.8 4.2%
Care total
Cosmetics 5.6 5.4 5.4 5.5 5.8 6.1 4.9 5.6 6.7 7.9 8.5 9.2 10.0 11.0 5.3%

12.9 13.0 13.0 13.1 13.2 13.3 11.4 11.9 13.1 13.8 14.0 14.2 14.4 14.8 1.0%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
43.3 40.5 39.3 38.9 39.4 40.0 37.1 39.1 41.9 45.4 47.3 49.3 51.7 54.4 1.8%
Care total
Cosmetics 5.6 5.3 5.1 5.1 5.2 5.3 4.2 4.6 5.5 6.3 6.6 7.0 7.5 8.0 2.8%
In Africa, Nigeria was the country with the highest
Cosmetics: KPI comparison – Africa (2/2)
Nigeria 0.9
Egypt 0.6
Ethiopia 0.5
South Africa 0.3
Tanzania 0.3

Cosmetics sales in Australia & Oceania will increase at
a CAGR1 of 3.3% from 2014 to 2027
Cosmetics: KPI comparison – Australia & Oceania (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
7.4 6.4 6.6 7.0 7.0 6.8 6.2 7.3 7.8 8.4 8.7 9.0 9.3 9.7 2.0%
Care total
Cosmetics 1.5 1.3 1.3 1.4 1.5 1.4 1.1 1.4 1.7 1.9 2.0 2.0 2.1 2.3 3.3%

19.8 20.0 20.3 20.7 20.9 21.2 18.1 19.4 21.2 22.3 22.5 22.7 23.0 23.3 1.3%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
201.0 171.8 172.2 180.3 179.3 170.9 153.7 180.6 189.2 202.6 206.9 210.7 215.3 221.6 0.8%
Care total
Cosmetics 39.8 34.4 35.0 37.2 37.5 36.2 27.8 35.0 40.2 45.1 46.5 47.9 49.4 51.7 2.0%
In Australia & Oceania, Australia was the country with
the highest revenue in the Cosmetics segment
Cosmetics: KPI comparison – Australia & Oceania (2/2)
Australia 1.21
New Zealand 0.16
Papua New Guinea 0.04
Fiji 0.01

In Nigeria, the Cosmetics segment will grow by 268.3%
from 2021 to 2027
Cosmetics: top countries by region
Revenue in the top countries in billion US$1

Europe Americas Asia Africa Australia & Oceania
+52.3%
+69.2%
22.5
20.6
14.8
12.2
+31.9% +268.3%
+55.0%
3.6 3.2
2.7
1.9
0.9 1.2
2021 2027 2021 2027 2021 2027 2021 2027 2021 2027
United Kingdom United States China Nigeria Australia
1: Bar heights may vary due to rounded figures

SKIN CARE
53
Face and Body are an essential part of the Skin Care
segment
Skin Care: market definition
▪ Skin Care includes cosmetic products designed for care and protection of the skin.
▪ These cover all types of creams and lotions for face, hand and foot care as well as sunscreen.
▪ The products are not used for decorative purposes.
▪ Excluded are skin treatment products with a health focus, e.g., acne treatments, which are shown in the
Consumer Market Outlook as part of OTC Pharmaceuticals.

▪ Creams & lotions ▪ Decorative cosmetics
▪ Sunscreen ▪ Professional products & services
▪ Eye & hand cream ▪ Skin treatment products (e.g. acne treatment)
▪ Baby & child skin care

In 2021, worldwide Skin Care sales amounted to
US$136.4 billion
Skin Care: segment overview

▪ The worldwide Skin Care revenue will increase at a CAGR1 of 2.5%
from 2014 to 2027.
181.5
173.6 ▪ In the Skin Care segment, South Korea (US$142.2) and Japan
+2.5%1 166.9 (US$139.5) had the highest annual revenue per capita in 2021.
161.3
155.7
143.5
137.1 136.4
131.0 129.6 134.7
128.7
121.9 124.4
US$136.4bn +2.5%
in 2021 CAGR1 2014–2027
Revenue
2014 2016 2018 2020 2022 2024 2026
Face generates the highest revenue in the Skin Care
segment
Skin Care: revenue share by subsegment

Face Body Sun Protection Baby & Child
181.5
+4.9%1 3%
7%
136.4 20%
3%
6%
20%
70%
71%
2021 2027
In 2021, South Koreans and Japanese spent the most
on Skin Care
Skin Care: worldwide comparison
Australia & Oceania

South Korea 142.2 Africa
1%
9%
Japan 139.5
Iceland 84.0
Luxembourg 69.7
Americas
21%
Norway 67.2 45% Asia
France 64.1
Finland 63.1
Denmark 61.5
Switzerland 59.3
24%
United Kingdom 56.8 Europe

Skin Care sales in Europe will increase at a CAGR1 of
0.2% from 2014 to 2027
Skin Care: KPI comparison – Europe (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
141.6 118.2 116.3 121.8 127.2 124.4 114.7 125.9 118.9 131.8 133.2 134.6 138.2 143.0 0.1%
Care total
Skin Care 37.2 30.7 30.2 31.9 33.3 32.6 29.8 32.6 30.9 34.7 35.1 35.6 36.6 38.1 0.2%

26.2 26.0 26.0 26.2 26.1 26.2 26.0 25.9 26.0 26.3 26.4 26.4 26.5 26.7 0.1%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
169.7 141.3 138.5 144.7 150.6 146.9 135.3 148.3 140.0 155.2 156.9 158.6 162.8 168.6 -0.1%
Care total
Skin Care 44.6 36.7 36.0 37.8 39.4 38.5 35.2 38.4 36.4 40.9 41.4 41.9 43.1 45.0 0.1%
In Europe, Russia was the country with the highest
revenue in the Skin Care segment
Skin Care: KPI comparison – Europe (2/2)
Russia 4.9
Germany 4.7
France 4.2
United Kingdom 3.9
Italy 2.7

Skin Care sales in the Americas will increase at a
CAGR1 of 2.9% from 2014 to 2027
Skin Care: KPI comparison – Americas (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
134.7 128.6 131.1 138.3 139.9 142.2 126.8 133.2 146.0 155.8 162.1 168.0 174.0 181.3 2.3%
Care total
Skin Care 27.0 26.3 26.9 28.2 28.9 29.6 26.9 28.1 31.1 33.3 34.7 36.0 37.4 39.0 2.9%

20.1 20.5 20.5 20.4 20.7 20.8 21.2 21.1 21.3 21.4 21.4 21.4 21.5 21.5 0.5%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
143.7 135.9 137.2 143.4 143.8 144.9 128.1 133.6 145.3 154.0 159.1 163.8 168.6 174.4 1.5%
Care total
Skin Care 28.8 27.8 28.2 29.3 29.7 30.2 27.2 28.2 30.9 32.9 34.1 35.1 36.2 37.5 2.1%
highest revenue in the Skin Care segment
Skin Care: KPI comparison – Americas (2/2)
United States 18.1
Brazil 2.0
Canada 1.7
Mexico 1.6
Argentina 1.3

Skin Care sales in Asia will increase at a CAGR1 of 3.3%
from 2014 to 2027
Skin Care: KPI comparison – Asia (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
165.2 162.9 168.5 175.1 182.6 188.9 180.7 190.3 204.4 217.9 226.2 234.7 243.8 254.2 3.4%
Care total
Skin Care 54.2 52.8 55.3 57.3 59.9 61.9 59.6 62.2 66.8 71.4 74.1 76.9 79.8 83.1 3.3%

32.8 32.4 32.8 32.7 32.8 32.8 33.0 32.7 32.7 32.8 32.8 32.7 32.7 32.7 0.0%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
39.5 38.5 39.5 40.7 42.0 43.1 40.9 42.7 45.5 48.2 49.7 51.2 52.8 54.8 2.6%
Care total
Skin Care 12.9 12.5 13.0 13.3 13.8 14.1 13.5 14.0 14.9 15.8 16.3 16.8 17.3 17.9 2.5%
In Asia, Japan was the country with the highest
Skin Care: KPI comparison – Asia (2/2)
Japan 17.6
China 14.2
South Korea 7.3
India 6.4
Bangladesh 2.1

Skin Care sales in Africa will increase at a CAGR1 of
4.3% from 2014 to 2027
Skin Care: KPI comparison – Africa (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
43.7 41.9 41.7 42.3 43.9 45.7 43.5 46.9 51.5 57.1 60.8 64.8 69.5 74.8 4.2%
Care total
Skin Care 10.9 10.5 10.4 10.6 11.0 11.4 10.8 11.6 12.8 14.2 15.2 16.2 17.4 18.8 4.3%

25.0 25.0 25.0 25.0 25.0 25.0 24.9 24.7 24.8 25.0 25.0 25.0 25.1 25.1 0.0%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
43.3 40.5 39.3 38.9 39.4 40.0 37.1 39.1 41.9 45.4 47.3 49.3 51.7 54.4 1.8%
Care total
Skin Care 10.8 10.1 9.8 9.7 9.8 10.0 9.2 9.7 10.4 11.3 11.8 12.4 13.0 13.7 1.8%
In Africa, Egypt was the country with the highest
Skin Care: KPI comparison – Africa (2/2)
Egypt 1.4
Ethiopia 1.1
Nigeria 1.1
Tanzania 0.7
Uganda 0.5

Skin Care sales in Australia & Oceania will increase at
a CAGR1 of 2.7% from 2014 to 2027
Skin Care: KPI comparison – Australia & Oceania (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
7.4 6.4 6.6 7.0 7.0 6.8 6.2 7.3 7.8 8.4 8.7 9.0 9.3 9.7 2.0%
Care total
Skin Care 1.7 1.5 1.5 1.7 1.7 1.6 1.5 1.8 1.9 2.1 2.2 2.2 2.3 2.5 2.7%

23.3 23.5 23.6 23.7 23.9 24.0 24.2 24.3 24.4 24.6 24.8 25.0 25.2 25.4 0.7%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
201.0 171.8 172.2 180.3 179.3 170.9 153.7 180.6 189.2 202.6 206.9 210.7 215.3 221.6 0.8%
Care total
Skin Care 46.9 40.4 40.7 42.8 42.8 41.0 37.2 43.9 46.1 49.8 51.3 52.7 54.3 56.4 1.4%
the highest revenue in the Skin Care segment
Skin Care: KPI comparison – Australia & Oceania (2/2)
Australia 1.44
New Zealand 0.23
Fiji 0.01

In Egypt, the Skin Care segment will grow by 55.0%
from 2021 to 2027
Skin Care: top countries by region

+33.6%
24.1 +19.9%
21.1
18.1 17.6
+11.7%
4.9 5.5
+55.0% +34.5%
2.1 1.9
1.4 1.4
2021 2027 2021 2027 2021 2027 2021 2027 2021 2027
Russia United States Japan Egypt Australia

PERSONAL
CARE
69
Hair Care and Oral Care are an essential part of the
Personal Care segment
Personal Care: market definition
▪ The Personal Care segment covers all products intended for personal cleansing such as shampoo, shower
gels, bathing products, deodorants, oral care and shaving products.
▪ Skin care cosmetics such as lotions, facial cleansing products and body care services are not included.

▪ Hair care ▪ Decorative cosmetics
▪ Bathing products ▪ Facial cleansing products
▪ Deodorants ▪ Professional products & services
▪ Oral care
▪ Shaving products

In 2021, worldwide Personal Care sales amounted to
US$235.9 billion
Personal Care: segment overview

▪ The worldwide Personal Care revenue will increase at a CAGR1 of 2.0%
289.9 from 2014 to 2027.
+2.0%1 269.6 279.1
261.3 ▪ In the Personal Care segment, Iceland (US$151.7) and Switzerland
253.3 (US$136.2) had the highest annual revenue per capita in 2021.
227.7 235.9 238.6
224.9 219.2 225.4 224.3
208.9 210.7
US$235.9bn +2.0%
in 2021 CAGR1 2014–2027
Revenue
2014 2016 2018 2020 2022 2024 2026
Hair Care generates the highest revenue in the
Personal Care segment
Personal Care: revenue share by subsegment

Hair Care Oral Care Shower & Bath Shaving Deodorants
+3.5%1 289.9
10%
235.9
14%
10%
14% 20%
20%
20%
21%
35%
36%
2021 2027
In 2021, Icelanders and the Swiss spent the most on
Personal Care
Personal Care: worldwide comparison
Australia & Oceania

Iceland 151.7 Africa
1%
10%
Switzerland 136.2
Norway 131.5
Asia
35%
Luxembourg 128.2
United States 119.1

Europe 24%
Finland 116.9
Denmark 113.2
Netherlands 111.7
Japan 109.4
Austria 107.7
29%
Americas

Personal Care sales in Europe will decline at a CAGR1
of 0.3% from 2014 to 2027
Personal Care: KPI comparison – Europe (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
141.6 118.2 116.3 121.8 127.2 124.4 114.7 125.9 118.9 131.8 133.2 134.6 138.2 143.0 0.1%
Care total
Personal Care 61.9 51.9 50.9 52.9 55.1 53.6 52.6 56.7 51.8 56.3 56.6 57.0 58.2 59.9 -0.3%

43.7 43.9 43.7 43.4 43.3 43.1 45.9 45.0 43.6 42.7 42.5 42.4 42.2 41.9 -0.3%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
169.7 141.3 138.5 144.7 150.6 146.9 135.3 148.3 140.0 155.2 156.9 158.6 162.8 168.6 -0.1%
Care total
Personal Care 74.2 62.0 60.6 62.8 65.2 63.3 62.1 66.7 61.0 66.3 66.7 67.2 68.6 70.6 -0.4%
In Europe, Germany was the country with the highest
revenue in the Personal Care segment
Personal Care: KPI comparison – Europe (2/2)
Germany 9.0
United Kingdom 6.6
France 6.2
Russia 5.2
Italy 5.2

Personal Care sales in the Americas will increase at a
CAGR1 of 1.8% from 2014 to 2027
Personal Care: KPI comparison – Americas (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
134.7 128.6 131.1 138.3 139.9 142.2 126.8 133.2 146.0 155.8 162.1 168.0 174.0 181.3 2.3%
Care total
Personal Care 67.7 63.8 64.9 68.4 68.7 69.4 65.3 67.6 70.9 74.6 77.3 79.8 82.4 85.3 1.8%

50.2 49.7 49.5 49.4 49.1 48.8 51.5 50.8 48.6 47.9 47.7 47.5 47.3 47.1 -0.5%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
143.7 135.9 137.2 143.4 143.8 144.9 128.1 133.6 145.3 154.0 159.1 163.8 168.6 174.4 1.5%
Care total
Personal Care 72.2 67.5 67.9 70.9 70.5 70.7 66.0 67.8 70.6 73.7 75.9 77.8 79.8 82.1 1.0%
highest revenue in the Personal Care segment
Personal Care: KPI comparison – Americas (2/2)
United States 39.7
Brazil 10.7
Canada 3.8
Mexico 3.5
Argentina 1.7

Personal Care sales in Asia will increase at a CAGR1 of
3.1% from 2014 to 2027
Personal Care: KPI comparison – Asia (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
165.2 162.9 168.5 175.1 182.6 188.9 180.7 190.3 204.4 217.9 226.2 234.7 243.8 254.2 3.4%
Care total
Personal Care 71.1 70.4 72.2 74.8 77.7 80.2 81.5 85.0 87.7 91.9 95.1 98.5 102.0 105.7 3.1%

43.1 43.2 42.8 42.7 42.5 42.4 45.1 44.7 42.9 42.2 42.1 42.0 41.8 41.6 -0.3%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
39.5 38.5 39.5 40.7 42.0 43.1 40.9 42.7 45.5 48.2 49.7 51.2 52.8 54.8 2.6%
Care total
Personal Care 17.0 16.6 16.9 17.4 17.9 18.3 18.4 19.1 19.5 20.3 20.9 21.5 22.1 22.8 2.3%
Personal Care: KPI comparison – Asia (2/2)
China 24.3
Japan 13.8
India 11.1
Bangladesh 4.0
Iran 3.4

Personal Care sales in Africa will increase at a CAGR1
of 4.1% from 2014 to 2027
Personal Care: KPI comparison – Africa (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
43.7 41.9 41.7 42.3 43.9 45.7 43.5 46.9 51.5 57.1 60.8 64.8 69.5 74.8 4.2%
Care total
Personal Care 20.8 19.9 19.8 20.1 20.9 21.7 21.9 23.3 24.8 27.0 28.7 30.6 32.7 35.0 4.1%

47.6 47.6 47.6 47.5 47.5 47.4 50.3 49.7 48.2 47.3 47.2 47.1 47.0 46.8 -0.1%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
43.3 40.5 39.3 38.9 39.4 40.0 37.1 39.1 41.9 45.4 47.3 49.3 51.7 54.4 1.8%
Care total
Personal Care 20.6 19.3 18.7 18.5 18.7 19.0 18.7 19.4 20.2 21.5 22.3 23.2 24.3 25.5 1.6%
Personal Care: KPI comparison – Africa (2/2)
Egypt 2.5
Nigeria 2.4
Ethiopia 2.1
South Africa 1.8
Tanzania 1.3

Personal Care sales in Australia & Oceania will
increase at a CAGR1 of 1.1% from 2014 to 2027
Personal Care: KPI comparison – Australia & Oceania (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
7.4 6.4 6.6 7.0 7.0 6.8 6.2 7.3 7.8 8.4 8.7 9.0 9.3 9.7 2.0%
Care total
Personal Care 3.4 2.9 2.9 3.1 3.1 2.9 2.9 3.3 3.3 3.5 3.6 3.7 3.8 3.9 1.1%

45.3 44.9 44.5 44.0 43.7 43.3 46.4 44.8 42.9 41.8 41.3 40.9 40.5 40.0 -1.0%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
201.0 171.8 172.2 180.3 179.3 170.9 153.7 180.6 189.2 202.6 206.9 210.7 215.3 221.6 0.8%
Care total
Personal Care 91.1 77.1 76.6 79.4 78.3 73.9 71.4 80.8 81.3 84.6 85.5 86.2 87.2 88.6 -0.2%
the highest revenue in the Personal Care segment
Personal Care: KPI comparison – Australia & Oceania (2/2)
Australia 2.56
New Zealand 0.52
Fiji 0.03

In Egypt, the Personal Care segment will grow by
49.8% from 2021 to 2027
Personal Care: top countries by region

+14.4%
45.4
39.7
+22.9%
29.9
24.3
+1.8%
9.0 9.1 +49.8% +12.7%

3.7 2.9
2.5 2.6
2021 2027 2021 2027 2021 2027 2021 2027 2021 2027
Germany United States China Egypt Australia

FRAGRANCES
85
Fragrances is an important part of the Beauty &
Personal Care market
Fragrances: market definition
▪ The Fragrances segment includes the consumer market for perfume and Eau de Toilette and any fragrances
which cover normal body odor.
▪ The segment does not include room scents (see: Home and Laundry Care) or deodorants and
antiperspirants (see: Personal Hygiene).
▪ The world's major manufacturers of fragrances and perfumes are Givaudan, Firmenich, IFF and Symrise
whch mainly serve as suppliers for brand manufacturers.

▪ Perfume ▪ Deodorants
▪ Eaux de toilette ▪ Room scents

In 2021, worldwide Fragrances sales amounted to
US$50.6 billion
Fragrances: segment overview

▪ The worldwide Fragrances revenue will increase at a CAGR1 of 1.5%
66.2 from 2014 to 2027.
+1.5%1 63.5
61.5 ▪ In the Fragrances segment, Switzerland (US$57.7) and Belgium
59.9
58.3 (US$44.9) had the highest annual revenue per capita in 2021.
54.4 53.3 53.4
51.9 53.1 50.6
49.4 49.6
46.5
US$50.6bn +1.5%
in 2021 CAGR1 2014–2027
Revenue
2014 2016 2018 2020 2022 2024 2026
Worldwide Fragrances sales will increase at a CAGR1
of 4.6% from 2021 to 2027
Fragrances: revenue and growth
66.2
+4.6%1
50.6
2021 2027
In 2021, the Swiss and Belgians spent the most on
Fragrances
Fragrances: worldwide comparison
Australia & Oceania

Switzerland 57.7
Africa 2%
Belgium 44.9 13%
Iceland 39.8
Europe
35%
Denmark 37.9
France 37.3
Asia 19%
United Kingdom 32.9
Luxembourg 32.2
Spain 32.0
New Zealand 30.8
Netherlands 30.4
32%
Americas

Fragrances sales in Europe will decline at a CAGR1 of
0.3% from 2014 to 2027
Fragrances: KPI comparison – Europe (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
141.6 118.2 116.3 121.8 127.2 124.4 114.7 125.9 118.9 131.8 133.2 134.6 138.2 143.0 0.1%
Care total
Fragrances 20.3 17.0 16.7 17.4 18.1 17.6 15.7 17.4 16.7 18.5 18.5 18.5 18.9 19.6 -0.3%

14.4 14.4 14.4 14.3 14.2 14.2 13.6 13.8 14.0 14.0 13.9 13.7 13.7 13.7 -0.4%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
169.7 141.3 138.5 144.7 150.6 146.9 135.3 148.3 140.0 155.2 156.9 158.6 162.8 168.6 -0.1%
Care total
Fragrances 24.4 20.4 19.9 20.7 21.4 20.8 18.5 20.5 19.6 21.7 21.7 21.8 22.3 23.1 -0.4%
In Europe, France was the country with the highest
revenue in the Fragrances segment
Fragrances: KPI comparison – Europe (2/2)
France 2.4
United Kingdom 2.2
Russia 2.0
Germany 1.8
Spain 1.5

Fragrances sales in the Americas will increase at a
CAGR1 of 1.8% from 2014 to 2027
Fragrances: KPI comparison – Americas (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
134.7 128.6 131.1 138.3 139.9 142.2 126.8 133.2 146.0 155.8 162.1 168.0 174.0 181.3 2.3%
Care total
Fragrances 17.6 16.3 16.6 17.8 17.8 17.9 14.9 15.9 17.7 19.0 19.8 20.6 21.3 22.2 1.8%

13.1 12.6 12.7 12.9 12.7 12.6 11.8 11.9 12.1 12.2 12.2 12.2 12.2 12.2 -0.5%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
143.7 135.9 137.2 143.4 143.8 144.9 128.1 133.6 145.3 154.0 159.1 163.8 168.6 174.4 1.5%
Care total
Fragrances 18.8 17.2 17.4 18.5 18.3 18.2 15.1 15.9 17.6 18.8 19.5 20.0 20.6 21.3 1.0%
highest revenue in the Fragrances segment
Fragrances: KPI comparison – Americas (2/2)
United States 7.7
Brazil 3.8
Mexico 1.1
Canada 0.8
Colombia 0.5

Fragrances sales in Asia will increase at a CAGR1 of
2.9% from 2014 to 2027
Fragrances: KPI comparison – Asia (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
165.2 162.9 168.5 175.1 182.6 188.9 180.7 190.3 204.4 217.9 226.2 234.7 243.8 254.2 3.4%
Care total
Fragrances 9.3 9.3 9.5 9.8 10.1 10.4 9.4 10.0 11.0 11.9 12.2 12.6 13.0 13.4 2.9%

5.6 5.7 5.6 5.6 5.5 5.5 5.2 5.3 5.4 5.4 5.4 5.4 5.3 5.3 -0.5%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
39.5 38.5 39.5 40.7 42.0 43.1 40.9 42.7 45.5 48.2 49.7 51.2 52.8 54.8 2.6%
Care total
Fragrances 2.2 2.2 2.2 2.3 2.3 2.4 2.1 2.3 2.5 2.6 2.7 2.7 2.8 2.9 2.1%
Fragrances: KPI comparison – Asia (2/2)
China 1.1
Bangladesh 1.1
Iran 0.9
Pakistan 0.8
Philippines 0.6

Fragrances sales in Africa will increase at a CAGR1 of
3.6% from 2014 to 2027
Fragrances: KPI comparison – Africa (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
43.7 41.9 41.7 42.3 43.9 45.7 43.5 46.9 51.5 57.1 60.8 64.8 69.5 74.8 4.2%
Care total
Fragrances 6.3 6.0 6.0 6.1 6.3 6.5 5.8 6.4 7.1 7.9 8.4 8.8 9.3 10.0 3.6%

14.4 14.4 14.4 14.4 14.3 14.3 13.4 13.7 13.9 13.9 13.8 13.6 13.5 13.3 -0.6%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
43.3 40.5 39.3 38.9 39.4 40.0 37.1 39.1 41.9 45.4 47.3 49.3 51.7 54.4 1.8%
Care total
Fragrances 6.3 5.8 5.7 5.6 5.7 5.7 5.0 5.4 5.8 6.3 6.5 6.7 6.9 7.2 1.1%
Fragrances: KPI comparison – Africa (2/2)
Egypt 0.7
Ethiopia 0.6
Nigeria 0.5
South Africa 0.5
Tanzania 0.4

Fragrances sales in Australia & Oceania will increase
at a CAGR1 of 1.8% from 2014 to 2027
Fragrances: KPI comparison – Australia & Oceania (1/2)

2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
7.4 6.4 6.6 7.0 7.0 6.8 6.2 7.3 7.8 8.4 8.7 9.0 9.3 9.7 2.0%
Care total
Fragrances 0.9 0.7 0.8 0.8 0.8 0.8 0.7 0.9 0.9 1.0 1.0 1.0 1.0 1.1 1.8%

11.6 11.6 11.6 11.6 11.5 11.5 11.3 11.6 11.5 11.4 11.4 11.3 11.3 11.2 -0.2%
(in %)
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 CAGR1
Beauty & Personal
201.0 171.8 172.2 180.3 179.3 170.9 153.7 180.6 189.2 202.6 206.9 210.7 215.3 221.6 0.8%
Care total
Fragrances 23.3 19.9 19.9 20.8 20.7 19.7 17.3 21.0 21.7 23.1 23.5 23.9 24.3 24.9 0.5%
the highest revenue in the Fragrances segment
Fragrances: KPI comparison – Australia & Oceania (2/2)
Australia 0.64
New Zealand 0.15
Fiji 0.01

In Egypt, the Fragrances segment will grow by 53.3%
from 2021 to 2027
Fragrances: top countries by region

+20.9%
9.3
7.7
+8.1%
2.4 2.6 +31.6%

+53.3%
+23.9%
1.5
1.1 1.1
0.7 0.6 0.8
2021 2027 2021 2027 2021 2027 2021 2027 2021 2027
France United States China Egypt Australia

Agenda

▪ Sales channels
▪ Key players
▪ Trends
101
About the Statista Consumer Market Outlook
200+ 150 13 50,000+

markets countries years (2013 – 2026) interactive statistics
The Consumer Market Outlook presents the key performance Home &
4
Accessories
Laundry Care
indicators sales, revenues, and prices of the most important
consumer markets worldwide. Our specialized analysts’ market
calculations are based on data from validated sources. Alcoholic Drinks Hot Drinks
Household
▪ Revenues, volume sales, prices, and forecasts Apparel
Appliances
▪ More than 200 product categories in up to 150 countries
Consumer Non-Alcoholic
▪ Covering the period 2013 to 2026 Electronics Drinks
Beauty & OTC

Personal Care Pharmaceuticals
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Food
Hygiene Paper
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Footwear
Products
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Find out more on www.statista.com/outlook/consumer-markets

102
About the Statista Digital Market Outlook
80+ 150+ 7 30,000+

markets locations years (2017–2023) interactive statistics
The Digital Market Outlook presents up-to-date figures on markets of the

digital economy. The comparable key figures are based on extensive analyses
of relevant indicators from the areas of society, economy, and technology.
What is the size of the eCommerce fashion market in Spain?
How much is spent on social media advertising in India?
The answers to these and many more questions can be found in the Statista
Digital Market Outlook. It provides forecasts, detailed market insights, and key
indicators for the digital economy.
Seven digital verticals: eCommerce, Smart Home, Digital Media,

eServices, FinTech, Digital Advertising, eHealth
Direct access & downloads, fully integrated into the Statista database
Market insights, forecasts, and key performance indicators
Outlook reports with segment-specific topics (top companies, trends,

deep dives)
Find out more on www.statista.com/outlook/digital-markets

About the Statista Company DB
The company analytics platform
The Company Database provides information on more than 1.5 million listed
and privately held companies and contains the most important company key
figures as well as in-depth analyses. Additionally, we offer a wide range of
extra KPIs for listed companies. Use the Company Database as a starting
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research on basic data and provides valuable insights into foreign markets.
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Analyze your competitors and your industry
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104
About the ecommerceDB
The toolbox for all eCommerce-relevant questions
ecommerceDB.com offers direct access to URL-related revenue

information together with forecasts, customizable top, country,
region and category rankings, KPI analyses, and extensive
eCommerce-relevant contact information to over 20,000 online
stores.
In-depth analysis for over 20,000 online store URLs
Adjustable top, category, country & region

rankings
Download shop profiles for seamless processing

CONTACT US
Direct contact to our eCommerce analysts TEL +49 40 688 93 12 25
E-MAIL tim.risse@statista.com
Find out more on ecommercedb.com

105
About the Statista Global Consumer Survey
50+ 56 6,500+ 1,000,000+

topics & industries countries int. brands interviews
Marketing & Finance & insurance
The Statista Global Consumer Survey offers a global perspective
social media
on consumption and media usage, covering the offline and online
world of the consumer. It is designed to help marketers, planners,
and product managers understand consumer behavior and
consumer interactions with brands. eCommerce & Health
retail
▪ Cross-tabulation
▪ Customized target groups
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▪ Export in Excel (CSV) or PowerPoint format
Internet & devices Travel
Media & digital media Services & eServices
Mobility Characteristics &

demographics
Find out more on www.statista.com/customercloud/global-consumer-survey

106
Author
Hyein Jeong
Analyst
hyjeong@statista.com
Hyein Jeong did her master's in Economics with a focus on behavioral

economics at the University of Bonn. Before the master's course, she double
majored in Economics and Mathematics at Handong University in South Korea.
She has gained a comprehensive understanding of data analysis working at a
financial market research company and several economics research institutes.
In the Consumer Market Outlook, she is mainly responsible for beauty and
luxury markets.
www.statista.com

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Beauty & Personal Care Report 2022

Statista Consumer Market Outlook

01 Market Outlook 02 Segments 03 Appendix

4 Sources: Statista Consumer Market Outlook 2022

Cosmetics Skin Care Personal Care Fragrances

Face Face Shower & Bath

5 Sources: Statista Consumer Market Outlook 2022

6 Sources: Statista Consumer Market Outlook 2022

Worldwide revenue in billion US$

1: CAGR: Compound Annual Growth Rate/average growth rate per year

Worldwide revenue in billion US$

Cosmetics Skin Care Personal Care Fragrances

8 Sources: Statista Consumer Market Outlook 2022

Per capita revenue in US$ in 2021

9 Source: Statista Consumer Market Outlook 2022

Beauty & Personal Care per-capita revenue in US$

2021 2027 2021 2027 2021 2027 2021 2027

United States United Kingdom Germany China

1: CAGR: Compound Annual Growth Rate/average growth rate per year

As disposable income levels are constantly increasing, demand grows as

The level of household debt, especially in relation to the disposable UK 26,620

Alcohol, tobacco 3.1%

The consumer insights gathered from the Statista Global

Brand awareness in the cosmetic and body care segment is

The share of consumers who purchase premium or luxury

Ownership of beauty products

Regular use of skin care product

Usage of natural cosmetics in last 12 months

Don’t know Don’t know Don’t know

Top 3 beauty products in the area of facial care and cleansing

Day cream 33% Day cream 66% Day cream 54%

Night cream 32% Night cream 37% Night cream 35%

Lip care 28% Lip care 29% Lip care 26%

Brand awareness of cosmetics & body care

from friends and 21%

eCommerce has fundamentally changed the structure of trading

The Beauty & Personal Care market is a well-developed global

eCommerce1 penetration rate

2020 2021 2022

1: Refers to the total eCommerce market including all segments

Worldwide online share and growth rate

20% Tissue & Hygiene Paper

15% Home & Laundry Care